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Pentax has just announced the Pentax Efina, a new compact point-and shoot camera targeted at a specific audience according to Pentax: young female photographers. Based on its specifications, this camera falls slightly below the now-discontinued Optio RS1500, which was launched in 2011. This suggests that the Efina will enter the market at a very affordable price point. Pentax is doing with this camera what they did with the LS465: competitively targeting it at a smaller group of consumers.
The Efina has a colorful metallic body and is available in four colors. The full specifications can be found in our camera database. The highlights of the Efina are:
| Sensor | 14 megapixel 1/2.3 inch CCD |
| Lens | 5x optical zoom, 26 - 130mm eqv., F3.5 - F6.3 |
| Sensitivity | ISO 80 to 1600 |
| Shutter | 1/8 s to 1/400 s |
| Shake reduction | No (uses high ISO to increase shutter speed and avoid blur) |
| Movies | HD (1280 x 720) and VGA (640 x 480) at 30FPS |
| Movie SR | Yes |
| Weight | 108g (3.8 oz) |
As we understand it, the Efina will only be introduced in select markets in Asia. Pentax USA has confirmed that there are currently no plans to sell it in North America. While enthusiasts may frown on product announcements such as this one, we believe that it's a sound decision by Pentax from a marketing standpoint.
@Richard Belonglong: Um, I was jesting. I thought the bit about jumping ship for a D800 might have been the flag on that. The fact is I was just so stoked at being first to comment on something that I couldn't think of anything to say except the obligatory FF, hotshoe and viewfinder complaints. Next time I'll stick a nice big emoticon on my comment to give you a hint.
My constructive comment about this camera should have been "Go you good thing Pentax, and I hope whole bunch to adolescents buy it and maybe even some big, hairy men." Seriously.
So, time to chill, maybe? Or should that be time to "friggin" chill? Oh, and :)!
Repeat one more time: This model is expected to be launch in Asian countries except in Japan and in China. It's cheap P&S camera for Asia. Nothing to discuss at all.
Again, it appears the folks at Pentax have learned that the Pentax brand still has value.
They could have slapped a Ricoh name on it, but they didn't.
Max aperture of f15? Let the aperture wars begin!
@Sensu: I think this announcement shows that Pentax's market research results say otherwise. Perhaps this is what the target markets really want. It's not an insult or sexist if you are catering to the market needs, as long as it's legal.
Uh, photography is not a gender-based thing. Nothing is, really. There is no reason to market any differently between genders when the things needed to take good pictures are the same, regardless. If you build a technically better camera for the money to compete in any market segment, it will win over the competition - it's not a good idea to insult your target market by telling it they must only want flowers and colours, rather than something that actually takes good photos. Offensive, sexist junk. If I had a young daughter and was buying her a PAS, it'd be a Canon G1X or a Sony RX100 - anything with a larger sensor for the image quality over your usual pathetic PAS such as this one.
Honestly, Pentax should pay for some Nickelodeon ad space or the like.
Real men digs the flowers :D!
Jokes aside, I think this will be a perfect camera for your kids, especially girls. I see nothing wrong with targeting younger audience and get them started into photography in a fun and funky way.
As for those silly comments about hotshoe and viewfinder ... really!? Like ... really!?
@ TheOtherRob: What's with the "no viewfinder, no hotshoe" comment? It's a friggin basic point and shoot camera targeted to small audience and young female photographers. And, not all cameras have to have a viewfinder and/or hotshoe. -_-'
fugly and a 1/400 top shutter speed. No one gives a poop about a camera with flowers on it, full frame please
I'd rather a flash system that works. Such mixed priorities this company has.
Flowers on a camera? What a perfect idea! My husband would love to take one of those when he goes out and buys his truck, camo and his new hunting kit! What a perfect man-cave accessory!!! Who else could this be marketed to?
This model is expected to be launch in Asian countries except in Japan and in China.
Good luck with this one Pentax. Seems like a crowded market to me, but since it's a Pentax I assume it will be built better than the competition. If you've ever seen some of the other brands' cameras in this class, you'll agree that some of them are pretty despicable. What's the circular button under the flash? Is that the shutter release? And why no sales in the US?
This camera has a little self-portrait mirror. So it will appeal to girly vanity ;)
Good luck with this one.. IMHO Ladies interested in having something better than their iPhone camera for photos won't be interested in flowery compact that probably doesn't shoot better snaps than the iPhone anyway.
But seriously, in a few years, an instant WIFI share-to-facebook function could be essential for P&Ss with a target market of young females.
Pentax should look carefully at Samsung's Galaxy Camera, of which the potential is unlimited. Just think how cheap today's android smart phones could be... Including that won't cost too much.
The most interesting part of this and other recent announcements is the extent to which Ricoh is retaining the Pentax brand name in compact cameras, rather than using Ricoh or something else.
Most of the cameras (other than the MX-1) may not be that exciting to most of us on this forum, but it shows that Ricoh listened to those of us who believe that there's value in Pentax being the only brand offering cameras in every category (Compact P&S to MF) once they get their FF out.
Meh, no viewfinder or even a hotshoe! And what about that ISO, limit? I'll be laughed at by the Canikon dudes:( C'mon, Pentax, I want FF in my point and shoot Efina or I'll be jumping ship for a D800...
Oh... hang on...